Cathay Pacific The Menu

To refresh the look and feel of the Business class menu to communicate new change in Business dining and service concept.

Instead of replacing with another new design, I want to breathe new purpose to this inflight item.

A newspaper style journal “The Menu” is introduced as a powerful platform to communicate change. It is functional but also a travel guide housing food and travel editorial content curated by Creative Content team.

A new breakfast card is also introduced to let passenger to pre-order their breakfast, to maximise rest. The card is carefully designed to work well with the coat hook.

The Menu was meant for a limited release during launch, and eventually grown into a fourteen-month publication due to popular demand.